K-pop has gained its popularity in Asia, and its popularity is mostly concentrate in China and Japan. The positive effect of the Korean wave and K-pop has lead to increase in preference for Korean products in China, thus causing the number of Chinese visitors going to Korea to buy Korean products and to tour Korea. This study examines the factors affecting Chinese consumer preference for Korean products and tourism. It is designed a model consisting of Chinese consumer preference, intention to engage in Korea tourism and purchase intention relative to Korean products. The study analyzed the characteristics of Korean culture in China. To define characteristics of Korean culture, variables are selected from domestic and foreign researches. It is also surveyed by Chinese who have experienced Korea culture and empirically analyze the survey data through statistical technique. For the study of basics statistics, It is used SPSS20.0. Smart PLS2.0 is used for hypothesis testing. The results of this study are as follows: First, Chinese consumer preference for Korean products positively affects Korea tourism intention. Second, Chines consumer preference positively affects purchase intention relative to Korean products. However, Korea tourism intention does not affect purchase intention of Korean products.
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